PROPER, the UK’s fastest-growing major snack brand, today launches a campaign - spanning OOH, digital, experiential, social, retail and editorial - taking a playful swipe at the world of supplements to reframe popcorn as the high-fibre hero the UK has been overlooking and the simplest, most enjoyable way to get more fibre into your day.
Fibre, long the unfashionable cousin of protein, has become the wellness focus of the moment, with #fibremaxxing clocking up more than 160 million views on TikTok.
However, the UK is still facing a massive ‘fibre gap’, with only 9% of adults hitting the NHS recommended 30g daily target and a staggering 93% not knowing what the target is.
Under its Practice PROPER Snacking platform, PROPER is stepping in to close that gap - subverting the world of supplements, to show that a snack people already love is naturally high in fibre.
Overtly playful and deliberately a little absurd, the campaign is designed to make people stop, smile and think differently about popcorn and fibre.
A National Campaign
Launching on 27 April, PROPER’s Your Fibre Supplement Snack creative rolls out across London, Manchester and Leeds, including a five-day takeover of Old Street. Bold and simple, the work borrows the visual codes of supplement culture, reframing popcorn as part of a daily fibre ritual that feels unexpected and unmistakably PROPER.
The campaign will appear across high-footfall commuter environments, from tube panels to busy transit routes, placing popcorn directly alongside the world of supplements to create moments of contrast and surprise.
Supporting the OOH, a nationwide Meta campaign extends reach to 30 million people through digital.
The campaign will continue across social, creator, and editorial channels, led by episodic content from PROPER’s resident ‘Snaxpert’ - South London–based presenter and lifestyle creator, Rubes. It brings a much-needed dose of humour to the fibre conversation, offering a refreshing break from the over-optimised world of wellness.
In-store and online retail activations are also being used to reinforce the message at point of purchase.
The Old Street launch
On Tuesday (April 28), PROPER is popping up at Old Street, handing out ‘prescribed’ popcorn from a PROPER pink, pharma-style kiosk. Along with their dose of fibre, commuters will receive The Snack Supplement: a tongue and cheek publication produced with registered nutritionist and Sunday Times bestselling author nutritionist Rhiannon Lambert, unpacking the ‘why’ and ‘how’ of fibre in a way that’s playful and easy to digest.
PROPER’s in-house ‘Snaxpert’, will also be on hand conducting vox-pop interviews with commuters, whilst those who share their own moments of Practicing PROPER Snacking on social will be in with a chance to win a year’s supply of popcorn.
Sandie Dilger, Chief Marketing Officer at PROPER, said: “Fibre is finally having its moment, but the conversation around it still feels overly functional and often a bit joyless.
"Popcorn is what made PROPER - it’s something people already love and it’s naturally high in fibre.
"My mind was blown when I discovered that this simple, readily available snack contains ten times more spinach than fibre and I’m so glad we are now taking that message to our consumers, in our characteristic subversive way.”
The campaign launch builds on a period of sustained commercial momentum. PROPER SNACKS is now the fastest growing major snack manufacturer at +12% in 2025, while PROPER is up +27% in the last 12 weeks. PROPERCORN is now worth £35m RSV, having driven 84% of popcorn category growth over the last seven years.
Creative was developed in-house at PROPER SNACKS.